Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Principles of
Emotional Design
Garron Engstrom
@GarronEngstrom
Jake Maynard
@MaynardJ20
Sr. Interaction Designers
@Intuit
Mission:
To improve our customers’ financial lives so
profoundly…they can’t imagine going back to
the old way
Brief history of design at Intuit1
2
3
Principles of emotional design
Future of emotional design
1993
HELLLLOOOOOOOOO!
Source: http://goo.gl/PHqIzS
Source: https://goo.gl/JcaJJX
Source: http://goo.gl/0gBnmL
TurboTax simplified
tax prep
1993
A turning point
2007
“We realized that we were no longer as proud
of the experiences we were creating — that in
many cases we were no longer an...
“Intuit is the most well run, no
growth company in the Valley.”
Anonymous
???
“Design for Delight is our #1
weapon in attaining growth,
and there is no #2.”
Scott Cook
Founder of Intuit
What problems we solve:
How we solve them:
How we go from usability to delight:
“Usable = Edible”
Aarron Walter
Director of Design @Mailchimp
XD Forum
Internal Design Conference
2014
“Intuit is a design-driven
company and we strive to get
better every day.”
Brad Smith
Intuit CEO
Brief history of design at Intuit1
2
3
Principles of emotional design
Future of emotional design
Identify
“own-able moments”
1
Own-able Moment (noun):
A moment in a product experience
when the customer is experiencing a
change or escalation of emoti...
Are “easter eggs”
delightful?
Maybe…but they’re not
own-able moments.
Uber own-able moment:
Payment (or lack of it)
Exercise 1:
Identify own-able moments
Dropbox Link: https://goo.gl/HbB9wP
Lean into
the emotion
2
Emotional Design
=
Positive Emotion
Exercise 2:
Identify the emotion
Dropbox Link: https://goo.gl/JGsRzb
Convey
emotion visually
3
Levels of Perception
Visceral: appearance
Behavioral: how it works, how it feels
Reflective: interpretation and
understandi...
“Appearance can greatly influence
perceptions, and we carry that mental
model with us when sizing up a website”
Aarron Walt...
“…immediately boosting
sales by 24% and driving
Apple to its first
profitable quarter in two
years.”
“…from geeky to pop…”
“...
“In ’67, the year of the
Summer of Love…The unique
and unconventional form of
the Bug perfectly matched
the new revolution...
TurboTax own-able moment:
Transmitting your taxes
From To
Social media response
to this redesigned own-able moment
Source: http://goo.gl/ZMynq5
Humanize the
technology
4
Source: http://goo.gl/Cxc5Zf
Eight Hundred
smart, diverse and empathetic people
“I finally got around to doing taxes
yesterday. After our information was
transferred from last years return, it
asked if e...
Credible Emotional
Conversational
UnprofessionalTransactional
Taxy
TurboTax
Voice & Tone
Exercise 3:
What’s your voice?
Dropbox Link: https://goo.gl/FQHcuH
Credible v. Unprofessional
Emotional v. Transactional
Friendly v. Cold
Simple v. Complex
Transparent v. Vague
Warm v. Indi...
Brief history of design at Intuit1
2
3
Principles of emotional design
Future of emotional design
Emotional design will become more
about knowing, not assuming, the
emotional state of the user.
Emotional design will become more
about knowing, not assuming, the
emotional state of the user.
By using:
Facial recogniti...
Using facial recognition
YouTube Video: https://goo.gl/EldoBj
Using multi-sensor inputs
Microsoft
US Patent #:
US 20100179759 A1
Source: http://goo.gl/Ty4ynb
Using biometrics
Source: http://www.mirror.co.uk/news/technology-science/technology/cant-wait-apple-watch-here-4352128Sour...
Identify own-able moments
Lean into the emotion
Convey emotion visually
Humanize the technology
1
2
3
4
Principles of Emot...
Thank you.
@GarronEngstrom
@MaynardJ20
Collaborators and Shoutouts:
Ivy Tsai
Heather Daggett
Meghan Cartlidge
Thai Dang
Ri...
The Harvard Business Review - Innovation Catalysts
Bloomberg Businessweek - Interview with Brad Smith and Kaaren Hanson
UX...
Principles of Emotional Design
Principles of Emotional Design
Principles of Emotional Design
Principles of Emotional Design
Principles of Emotional Design
Principles of Emotional Design
Principles of Emotional Design
Principles of Emotional Design
Upcoming SlideShare
Loading in …5
×

Principles of Emotional Design

28,777 views

Published on

If you want to learn more about emotional design, check out our Skillshare course: http://skl.sh/1jqYHZ5

This talk has been presented at:
- UXPA 2015
- SoCal UX Camp 2015
- SDXD September Meetup
- Zillow Speaker Series

Published in: Design
  • Earn $90/day Working Online. You won't get rich, but it is going to make you some money! ➤➤ https://tinyurl.com/y4urott2
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Doctor's 2-Minute Ritual For Shocking Daily Belly Fat Loss! Watch This Video ♥♥♥ http://ishbv.com/bkfitness3/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Doctor's 2-Minute Ritual For Shocking Daily Belly Fat Loss! Watch This Video ●●● https://tinyurl.com/y6qaaou7
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Do This Simple 2-Minute Ritual To Loss 1 Pound Of Belly Fat Every 72 Hours ♣♣♣ https://tinyurl.com/y6qaaou7
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Do This Simple 2-Minute Ritual To Loss 1 Pound Of Belly Fat Every 72 Hours ★★★ https://tinyurl.com/bkfitness4u
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Principles of Emotional Design

  1. Principles of Emotional Design Garron Engstrom @GarronEngstrom Jake Maynard @MaynardJ20 Sr. Interaction Designers @Intuit
  2. Mission: To improve our customers’ financial lives so profoundly…they can’t imagine going back to the old way
  3. Brief history of design at Intuit1 2 3 Principles of emotional design Future of emotional design
  4. 1993
  5. HELLLLOOOOOOOOO! Source: http://goo.gl/PHqIzS
  6. Source: https://goo.gl/JcaJJX Source: http://goo.gl/0gBnmL
  7. TurboTax simplified tax prep 1993
  8. A turning point 2007
  9. “We realized that we were no longer as proud of the experiences we were creating — that in many cases we were no longer any better than our competitors.” Kaaren Hanson Former VP of Design @Intuit
  10. “Intuit is the most well run, no growth company in the Valley.” Anonymous ???
  11. “Design for Delight is our #1 weapon in attaining growth, and there is no #2.” Scott Cook Founder of Intuit
  12. What problems we solve:
  13. How we solve them:
  14. How we go from usability to delight:
  15. “Usable = Edible” Aarron Walter Director of Design @Mailchimp
  16. XD Forum Internal Design Conference 2014
  17. “Intuit is a design-driven company and we strive to get better every day.” Brad Smith Intuit CEO
  18. Brief history of design at Intuit1 2 3 Principles of emotional design Future of emotional design
  19. Identify “own-able moments” 1
  20. Own-able Moment (noun): A moment in a product experience when the customer is experiencing a change or escalation of emotion.
  21. Are “easter eggs” delightful? Maybe…but they’re not own-able moments.
  22. Uber own-able moment: Payment (or lack of it)
  23. Exercise 1: Identify own-able moments Dropbox Link: https://goo.gl/HbB9wP
  24. Lean into the emotion 2
  25. Emotional Design = Positive Emotion
  26. Exercise 2: Identify the emotion Dropbox Link: https://goo.gl/JGsRzb
  27. Convey emotion visually 3
  28. Levels of Perception Visceral: appearance Behavioral: how it works, how it feels Reflective: interpretation and understanding 1 2 3
  29. “Appearance can greatly influence perceptions, and we carry that mental model with us when sizing up a website” Aarron Walter Director of Design @Mailchimp
  30. “…immediately boosting sales by 24% and driving Apple to its first profitable quarter in two years.” “…from geeky to pop…” “For the first time ever, the color of a computer became an outlet for self-expression” www.fastcodesign.com Visceral Design: iMac G3
  31. “In ’67, the year of the Summer of Love…The unique and unconventional form of the Bug perfectly matched the new revolution.” www.thebeetle.com “It has a certain personality to it, an endearing quality.” www.theblaze.com Source: http://goo.gl/G9pNoj Visceral Design: VW Beetle
  32. TurboTax own-able moment: Transmitting your taxes From To
  33. Social media response to this redesigned own-able moment
  34. Source: http://goo.gl/ZMynq5
  35. Humanize the technology 4
  36. Source: http://goo.gl/Cxc5Zf
  37. Eight Hundred smart, diverse and empathetic people
  38. “I finally got around to doing taxes yesterday. After our information was transferred from last years return, it asked if either of us had passed away. I entered the information that [husband] died on June 15, and a screen came up that said “we’re sorry for your loss.” I sat there and stared at it, crying, for a few minutes. It was so cathartic! Please pass on to the team how much that one little sentence meant to me. Whoever thought that up must be a very caring person.” Yes No Yes NoYes No Yes No
  39. Credible Emotional Conversational UnprofessionalTransactional Taxy TurboTax Voice & Tone
  40. Exercise 3: What’s your voice? Dropbox Link: https://goo.gl/FQHcuH
  41. Credible v. Unprofessional Emotional v. Transactional Friendly v. Cold Simple v. Complex Transparent v. Vague Warm v. Indifferent Serious v. Light-hearted Humble v. Extroverted Scientific v. Subjective Playful v. Apathetic Inspiring v. Modest Proactive v. Uneager Economical v. Irrational Reliable v. Unsteady … Voice & Tone Attributes
  42. Brief history of design at Intuit1 2 3 Principles of emotional design Future of emotional design
  43. Emotional design will become more about knowing, not assuming, the emotional state of the user.
  44. Emotional design will become more about knowing, not assuming, the emotional state of the user. By using: Facial recognition Multi-sensor inputs Biometrics
  45. Using facial recognition YouTube Video: https://goo.gl/EldoBj
  46. Using multi-sensor inputs Microsoft US Patent #: US 20100179759 A1 Source: http://goo.gl/Ty4ynb
  47. Using biometrics Source: http://www.mirror.co.uk/news/technology-science/technology/cant-wait-apple-watch-here-4352128Source: http://goo.gl/nJE20y
  48. Identify own-able moments Lean into the emotion Convey emotion visually Humanize the technology 1 2 3 4 Principles of Emotional Design
  49. Thank you. @GarronEngstrom @MaynardJ20 Collaborators and Shoutouts: Ivy Tsai Heather Daggett Meghan Cartlidge Thai Dang Ria Hagan John Caldwell Andy Roe & the rest of the TurboTax Team
  50. The Harvard Business Review - Innovation Catalysts Bloomberg Businessweek - Interview with Brad Smith and Kaaren Hanson UX Magazine - Stop Sprinkling Emotion, Start Creating Magic and Meaning Khan Academy - Interview with Scott Cook Designing for Emotion - Aarron Walter Emotional Design - Don Norman Resources

×